As someone who spends a great deal of time traveling, I also end up spending time visiting different industry stores. Sometimes it’s required, but often it’s a matter of my wanting to find out what a business has in stock, how their displays are set up, and, perhaps most of all, how the employees behave. Of course, there are also times I’m forced to rush into a random business for a forgotten box of ammo or a replacement part, assuming the latter is in stock. Now I’m taking all the lessons I’ve learned from years of visiting outdoor industry business across the country and passing them on to you. Here’s what not to do — and a little bit of exactly what you should be encouraging your team to do.

Mistake 1: The Lackluster or Lengthy Greeting

All the studies and team-building courses encourage you to train employees to greet customers within 10 seconds of their entering the building, and that’s fine. But keep it at a “hello” rather than turning it into an awkward, one-sided conversation. Much like the dentist asking questions when their hands are in your mouth, it’s uncomfortable and annoying when employees question how a customer’s day is going, how they’re doing, what they need — you will irritate more customers with this approach than you will help. Some people like to be greeted as soon as they walk through the door of a brick-and-mortar business while others prefer to be ignored. Quite frankly, it’s worse to be greeted with a flat, doom-and-gloom “hello” than it is to be ignored.

Of course, the ignoring only goes so far — if a customer is having trouble finding something, it might be nice if an employee notices. This can be accomplished by keeping an eye on customers for signs of confusion or frustration. Basically, go ahead and acknowledge customers when it matters most — when you’re needed. Before then, greetings uttered the instant the door opens should be friendly and brief.

Mistake 2: Assuming You Know a Customer’s Skill Level

Unfortunately, this issue is incredibly common. In gun stores in numerous states, I’ve approached the counter with a specific purpose in mind, only to be treated like an imbecile. This is largely — but not entirely — due to my being female. You’d think this would be an obsolete issue now, but it’s not. It’s all too common for employees at gun stores to attempt to steamroll right over what a customer is trying to say, or to assume they can’t possibly know what they’re talking about. When it happens to me in a condescending manner, I leave. My dollars go elsewhere, and I never forget.

So, how can you fix this? Your employees should actively listen to what the customer is saying, regardless of gender. If they want advice or opinions, they’ll usually ask. And if you run into a situation where advice is badly needed due to safety issues, it’s easy to gently steer a customer in the correct direction. That leads to our next point.

Mistake 3: Inexperienced Staff Manning the Gun Counter

There’s a taxidermist with a small storefront here in far North Texas that also has an FFL, and their staff is woefully inexperienced. Even worse, they’re convinced they’re right — and they’ll argue until they’re blue in the face. Don’t be that guy (or girl). Having your team properly trained is a must, and that includes having a basic understanding of how all platforms work and what the laws are for firearms purchases. Straw purchases are one commonly misunderstood area of the law, so we’ll lay it out here. 

A straw purchase is when someone knowingly purchases a firearm for an otherwise prohibited person. Buying a gun as a gift for someone who’s legally allowed to use said gun isn’t a straw purchase. A husband picking up a gun a wife ordered isn’t a straw purchase. Being well-versed in the basics of firearms and the law is important. Also remember that the laws vary by state. When you don’t know what you’re talking about, you not only alienate customers but run the risk of having issues with the ATF (guess what, they send secret shoppers, too). 

Mistake 4: Caliber Shaming

It might be surprising, but it isn’t uncommon for employees to caliber shame customers. That shaming can go either way, too — it isn’t just about saying a caliber is too much for someone to handle. Speaking as someone who’s firm about the importance of having enough gun for self-defense or hunting purposes, I can still state your caliber cannot outdo your situation. It’s understandable that your team might want to point someone in the direction of a larger caliber, but issues such as injuries, age and weakness need to be considered. Maybe the customer simply can’t manage a larger caliber, not even a 9mm (and don’t go suggesting a .380 ACP instead, because they’re typically snappier than 9mm). Learn the nuances of observing and asking the right questions to feel out what a customer wants, needs and is capable of handling. You don’t want to insult anyone, but you’d also be doing them a disservice if you push them into a caliber that’s fine for you but won’t work for them. Don’t get stuck in “God’s caliber” madness.

Mistake 5: Taking Pictures of Newly Arrived Guns Without Permission

Yes, there are gun stores where employees will — and have — taken pictures of guns shipped in for specific customers without permission.  While this might not seem to be a big deal, it can become one in certain circumstances. Custom builds the customer ordered to exacting specifications are an item they might not be pleased to discover an employee photographed and posted online for fun. Then there are the embargoed firearms, guns that are shipped to customers who work inside the gun industry ahead of their public release date. In those cases, although it’s the employee who broke a rule by photographing and posting a gun, it’s the customer who’s likely to take the brunt of it from the manufacturer. Signed NDAs aren’t a joke, and neither is the expectation of professionalism. If an employee wants to photograph someone’s specific gun that’s in the shop, they can and should ask permission.

Mistake 6: Dissing Specific Brands or Gear

We all have strong opinions about various brands and types of gear. We get it. But that doesn’t mean employees should blatantly badmouth a specific brand or piece of gear. This becomes an even greater issue when the opinion being spouted is based on a lack of knowledge and an over-inflated sense of importance. Often it’s rooted in an item such as red-dot sights or iron sights not being preferred by the employee, and they pass that judgment off on customers. Reality is that not all types of gear are ideal for every person, and that needs to be remembered. Again, safety issues should never be ignored, but otherwise, gently steering someone to a better option is preferred over getting rude or nasty about the item.

As for brands, employees must be cautious here. You don’t know who you’re dealing with — it could be a secret shopper, or a person who works for an industry company and just happens to be in your store — and your negative viewpoint could present a problem. At the least it might make you or your team appear foolish and inexperienced, but at its worst, you’re alienating not only a customer but an entire brand (it happens — remember, word of mouth is still a thing, and the industry is far closer knit than many realize). Even in cases where there’s a seemingly legitimate reason to dislike a brand, employees should be careful and find professional ways to explain issues to customers. And if the reason in question is entirely political, mouths should simply be kept shut. Gun and bow owners come from both sides of the political aisle.

Mistake 7: Focusing on the Male Customer

Don’t get tunnel vision when a couple or a group enter the store. This is an issue across the country and one experienced not only by me but by more experienced, knowledgeable people than I can easily count. Just because a male is present doesn’t mean they’re the shopper, the money, or the more knowledgeable individual. Same goes for age gaps — being older doesn’t automatically equal being wiser. Instruct employees to great both — or all — customers the same way and work to figure out who the target customer is. A simple “what can I do for y’all” — said while making eye contact with both people, not only one — is easy enough. 

Mistake 8: Poor Gun Suggestions

Whether it’s the wrong caliber or a cliché platform, take care not to make poor recommendations for firearms. Ask questions to find out how you or your team can actively help rather than trying to shoehorn someone into one type of gun. Maybe they want to start hunting muzzleloader season, and that’s why they’re focused on that platform; perhaps they’re considering getting into competition, so a double-stack 1911 is the focus. It could be that micro-compact they’re eyeballing is meant as a backup gun rather than a daily carry. You don’t know unless you ask. Never assume. And for heaven’s sake, don’t automatically usher women to revolvers and men to Glocks. 

What Should You Do? 

Some things many businesses don’t consider include recommending proper training, mentioning concealed carry insurance options, and suggesting practicing with defensive ammunition rather than only target loads. The best stores I’ve visited all over the country are friendly — but not pushy — and well stocked and have employees willing to consult someone else if a question is beyond their abilities. It’s also nice to see a full shelf of educational books, because not everyone wants to read digital copies. This is especially true of gunsmithing or technique books that are image-heavy.

With just a few tweaks here and there, you can transform how your team communicates with customers, and that will directly impact your profits in a positive manner.